Here’s a little-known piece of trivia: the #bathroomselfie may have a lot more social traction than you might think.

“It is apparently the most associated social buzzword with this (bath) category,” revealed Anamika Sirohi, vice president and head of marketing for India-based bathroom modelling company Hindware at the recent MRMW Asia 2018 conference in Singapore.

“People do like to share pictures of themselves in bathrooms. It is incredible.”

Underpinning this trend is India’s massive uptake of affordable smartphones and cheap mobile data, which has, in turn, led to the rise of the new “digitally empowered” consumers. Recent data from market analysis firm Counterpoint Research estimates smartphone users in India to clock in at a rather remarkable 300 million – and still, with 300 million just being nearly half of the country’s 650 million mobile phone users, there remains plenty of potential for growth.